Comms Talk: Inside the ideal strategies
From crisis management to promotional campaigns to navigating content creators in an ever-evolving media corps, a career in sports public relations has never been more exciting or complicated. Multiple stakeholders are part of their orbit — and few off days to enjoy.
“I don’t know that I have ‘hours,’” says Jeff Anderson, the executive vice president and chief communications officer for the Minnesota Vikings. “When you’re in these jobs, you accept that it can feel like 24/7. The NFL calendar certainly dictates the rhythm, and every year when training camp rolls around, I have some anxiety knowing we’re basically going seven days a week for at least the next five months.”
In an attempt to understand what modern sports public relations is like in 2026, we assembled a six-person panel featuring some of the best practitioners in the space. They include:
